TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | CASE-STUDY ZARA: THE CONSUMER BEHAVIOR AFTER THE COMPLAINT OF SLAVE LABOR | ||||||||||||
| Autor(es): |
JULIO RAPOSO SERRA |
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| Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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| Catalogação: | 02/FEV/2026 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=75233@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=75233@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.75233 | ||||||||||||
| Resumo: | |||||||||||||
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This study aims to stablish the alterations in the consumer behavior of
brazillian costumers of the ZARA department store, between the ages of 18 and
70 years, after the complaint of slave labor use in one of its sweat shops located
in the city of São Paulo, in august of 2011. Though a online survey, this paper
measures the alterations in the consumer behavior of ZARA costumer in relation
to its frequency of attendance in the store and the its shopping volume.Also, the
reactions and alterations of the reference groups of the respondants due to the
complaint where also measured. The following study also maps the perception of
the ZARA brand values, looking to understand how the complaint implicates in
the lost of brand value to its customers.
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